Terena SWITCH sugarcrm feb2013 · SWITCH SugarCRM How to successfully introduce a CRM Tool in a NREN Utrecht, 6 February 2013 Claudia Gonzalez [email protected]

SWITCH SugarCRM How to successfully introduce a CRM Tool in a NREN

Utrecht, 6 February 2013

Claudia Gonzalez [email protected]

© SWITCH 2013

Customer Relation Management at SWITCH

•  The customer relationship is the centerpiece of SWITCH. Therefore we maintain and cherish our contacts with high priority.

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•  Key Question: What should be documented in the CRM?

•  The added value for SWICTH and the community is that all employees have the possibility to contribute to enrich the quality of the database.

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Why CRM?

•  One of the priorities of the SWITCH Strategy 2020: –  Aligning the organization with the new strategy

(organizational structure, processes and workflows, internal and external communication)

–  Focus: Customer oriented thinking, entrepreneurship

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Main Objectives of the CRM Project

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Objective one CRM for SWITCH Central database of all customer contacts Documented history of the customer relationship SWITCH Services at a glance An open system for all Limited to essential functions Documented roles and structure of customers Very flexible tool that is possible to customize according to our needs.

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A long way behind us

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Background •  Former system operating since early 2004 •  Attempt (of one team) to change to a new one in 2007

failed

•  New attempt in the course of the new corporate strategy

•  The development of a CRM strategy was one of the declared strategic objectives of SWITCH in 2010

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Finish analysis

Timeline

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•  Project start

•  Analysis: •  Interviews •  Workshops •  Context analysis

•  Vendor pitch •  Decision taking •  customization •  Test phase

May ‘10 Nov ‘10 January ‘11

Pre

s. B

oard

Pres

. all

Pres

. all

August ‘11 September ‘11

•  Launch •  Training for all

Steps: •  Expert report: summary of analysis Follow up…

until today Continuous training

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Analysis

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Basis for decision taking

Expert Report SWITCH CRM

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Long List

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Short List

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First choice

Community Edition, currently Version 6.5.

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Test phase

- Duration: 4 weeks - 10 test persons (aprox. 10%)

- Decision workshop confirmed first choice

- Coverage: Test with real data with the finished customized tool, weekly status meeting

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What should be documented in the CRM?

•  Processes and information that have some significance in everyday work.

–  Example to assist in this decision: ”Should my colleagues outside the team know about it?" ”Would I tell my boss about it?" ”Is this customer care?"

•  Topics that go beyond the personal particular area of work and that are relevant for the team or the company as a whole.

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Launch

•  Launch of SugarCRM in early September 2011 in a plenary meeting

•  Attendance of all

employees to mandatory training course

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Follow Up

Agenda item until at least 6 month after launch in every executive and management board meeting: -  Questions about usability -  Questions about the content: do we find relevant

information? What was recorded? What wasn’t considered relevant and wasn’t recorded?

… and regular feedback to project manager

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Follow Up Optimizations (until today): •  Requirements are collected (email and oral way) •  Periodic adjustments •  Communication to all (via intranet and wiki) •  Training new employees

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Measuring success Objective reached one CRM for SWITCH ✔

Central database of all customer contacts ✔

History of the customer relationship documented

✔

Services at a glance ✔

An open system for all ✔

Limited to essential functions ✔

Documented roles and structure of customers

✖

Very flexible tool that is possible to customize according to our needs.

✔

© SWITCH 2013

Measuring success... •  Ongoing growth of data record

•  Requests from employees for optimization

•  Feedback (positive/negative): suggestions what could be better.

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Why does it work? … probably because of… Management commitment

Involvement of all internal stakeholders

Involvement of key engineers in later phase

No (big) technical problems

Same rights and obligations for all

Choosing an „acceptable“ tool for a special group of internal stakeholders (non-commercial, open source tool)

Taking the fear away from people: - requires a feeling of need and urgency - must not be perceived as an obligation - should adopt a step by step approach

Stay tuned!

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A friendly smile

“The best CRM is a friendly smile and a great attitude.”

Esteban Kolsky, estebankolsky.com/2010/08/hey-esteban-what-about-the-physical-channel/

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Budget 100,000 CHF

External consultant: 50,000 CHF Implementation external service provider: 50,000 CHF

Effective costs 100,000 CHF

Internal costs: -  1 project manager 20% for one year -  Project team 8 employees (aprox. 2h weekly during 1

year)

© SWITCH 2013

Technical Information

We run SugarCRM on Linux, Debian Squeeze in one of our data centers. The DB is MySQL. The SugarCRM application itself is written in PHP, which means that it should run on a variety of platforms. For sure on any Linux and it may or may not run on other OS systems such as Solaris or even Windows. Additionally, our SugarCRM is configured with our SAML-based federation (SWITCHaai). The authentication allows all SWITCH employees to access the system.

© SWITCH 2013

2011